The Good Egg: Herb Peterson, the Egg McMuffin and the Secret Ingredients of Innovation,” outlines Herb Peterson’s career, from the beginning of his relationship with McDonald’s working for D’Arcy Advertising to running his own McDonald’s franchise stores in California.

Familiar brands from Taco Bell to Starbucks to Dunkin’ Donuts are rolling out new products and ad campaigns in an attempt to lure calorie-conscious consumers during the month when the $170 billion fast-food industry typically sees sales slide.